Study Of Global Car Advertising In 2000-2017

This study focuses on case studies,supplemented by in-depth interviews,and proposes the major controversial categories of global car controversial advertisements from 2000 to 2017.It analyzes the deeper controversy reasons in the cultural context of different countries.This article involved a total of 89 cases for multiple case studies.This study have shown that car is not at all controversy as a product,the media is also rarely involved,and the controversial points of auto dispute advertisements are almost all focused on the creative execution of dimensions.Those controversial points can be classified as bad advertisement styles,advertisements are too exaggerated or inconsistent with reality,irresponsible or with a negatively impacted by advertisements,violent/terror and indecent advertising,bad-performing advertisements or hard sells,sensitive advertisements,and celebrity endorsement illegally,etc.These seven categories contain the false advertising,gender discrimination or gender stereotypes,misguided unsafe behaviors,irresponsible advertising,excessive sexual appeals and other 11 secondary classifications.Among them,gender discrimination or gender stereotypes,sexual appeals caused controversy in the largest proportion of all cases.Car controversial advertisements in different cultural contexts have different characteristics.Automobile advertisements involving a content of sensitive culture are the most likely to offend the Chinese people,the most common controversy arises in the United States when it contains political content,the Super Bowl plays an important role as a dissemination platform.Consumers in countries like Japan,South Korea,China and Mexicoare highly sensitive to advertisements that discriminate against women or have stereotyped stereotypes for women.Germany is more sensitive to content involving Hitler and Hitler era.Advertisements that contain offensive religion are most likely to cause controversy in Indonesia.